Finding hidden/secret areas is rewarding to players because they have achieved something. The most important aspect of this is to communicate to the player that they have accomplished something beyond the basic play through. This communication is typically made with loot, knowledge, or humor.
Loot is the most difficult to achieve in Knytt Stories because the game lacks any items that don't directly affect gameplay. The keys are the closest we have, but making them hidden items drastically reduces your ability as level designer to control the flow of the game.
Hidden knowledge, typically takes the form of additional back-story or side-story to the main plot. To use this effectively in you'd need to have a main plot or at least a reason known to you, the level designer, for the circumstances of the game. A consideration you'll have to make with this method is that players may only find some of this information, and they may not find it in a certain order.
Humor, is the easiest to implement. Even if a game is completely serious, it's acceptable to hide bits of humor. Often times the humor is obscure or unrelated to the game, like the presence of rubber ducks. The sense that it doesn't belong helps to communicate to the player that they have discovered something above the typical experience.
Something I like to do, is to number the hidden areas so that the player knows how many more secrets there are to discover, and they can make finding secrets an additional goal to achieve. Then, they can feel a little satisfaction each time they discover one, and a lot of satisfaction if they find them all.
A final consideration, is that the joy of finding a secret is far outweighed by the disappointment of finding a void in KS. If your method of hiding things relies on the difficulty of getting to them, players will quickly tire of looking for them if they manage to enter voids instead. They wont know what's worth the effort and what isn't. So, make sure your level is tested thoroughly.
Note: AA posted while I was writing. Many of his points are similar to mine, but I'm going to publish what I wrote anyway.